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If your business focuses on industrial services or products, you will need industrial Us
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advertising and marketing campaigns to successfully gain customers and promote eful
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your business. Various advertising companies cater specifically to industrial businesses. These companies have
expertise in the marketing and advertising for industrial goods and industrial services. You can easily find the agency
that will best suit your specific needs.
8
Before choosing an industrial advertising and marketing agency with which to work, you must do your research first.
You will need to consider trends in industrial marketing, the specific industrial focus of your business and the types of
industrial marketing and advertising you wish to use. Make sure to:

1. Review industrial advertising and marketing trends and research.

2. Find an industrial marketing company that focuses on your specific industry needs.

3. Determine the type of industrial marketing strategy you wish to use.

Action Steps
The best contacts and resources to help you get it done

Learn about trends in industrial marketing and industrial advertising

Before embarking on the search for an industrial marketing company, it is imperative that you first learn about the
marketing trends in the industrial field to make your decision easier. Various industrial marketing research companies
can help industrial companies with market analysis, customer profiling, data services and development. Look to these
industrial marketing research companies before devising an industrial advertising or marketing campaign with an
industrial marketing or advertising agency.
I recommend: Review the industrial marketing research available from Kline & Company. Look to MarketWise
Solutions, Inc. for marketing research and trends in the industrial field.

Locate industrial advertising agencies that can best meet your company's needs

When looking for a company that creates industrial advertising, business industrial marketing and promotion, you
must first search for a company that has expertise in the specific industrial field of your business. If your company
provides industrial services, work with industrial advertising and marketing companies that have expertise in dealing
with industrial service providers. Choosing the right industrial marketing company that has expertise in your
company's specific field will make your marketing and advertising campaigns that much more successful.
I recommend: Find an industrial marketing expert in your specific field using Intota from Guideline. Contact Koch
Group, Inc. for marketing for industrial service providers and manufacturers.

Determine the type of industrial advertising and marketing you need for your business

When choosing an industrial advertising and marketing agency to work with, you should first consider the specific
type of advertising and marketing you wish to use for your industrial goods or services. You may consider print
advertisements, Internet marketing or trade show marketing and advertising as your primary marketing and
advertising tools. Industrial advertising and marketing agencies will even create custom marketing and advertising
tools geared specifically towards your goods and needs.
I recommend: Contact Pratt & Buehl for Internet and print marketing, trade show strategies, promotions and other
techniques for the advertising and marketing of industrial goods. Hire Stark & Associates, Inc. for web marketing,
brochures and trade show marketing. Use Top Spot Internet Marketing Solutions for search engine marketing for the
industrial field.

Tips & Tactics

Helpful advice for making the most of this Guide
• Consider reviewing trade journals and other publications in the industrial field as you begin an advertising or
marketing campaign for your business. Doing so will provide you information about the types of industrial
advertising and marketing available, help you come up with ideas of your needs and wants and help you spot
trends.

Industrial marketing
From Wikipedia, the free encyclopedia
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Marketing

Key concepts

Product • Pricing
Distribution • Service • Retail
Brand management
Account-based marketing
Marketing ethics
Marketing effectiveness
Market research
Market segmentation
Marketing strategy
Marketing management
Market dominance
Promotional content
Advertising • Branding • Underwriting
Direct marketing • Personal Sales
Product placement • Publicity
Sales promotion • Sex in advertising
Promotional media
 Printing • Publication • Broadcasting
Out-of-home • Internet marketing
Point of sale • Promotional items
Digital marketing • In-game
In-store demonstration • Brand Ambassador
Word of mouth • Drip Marketing
This box: view • talk • edit

Industrial marketing is the marketing of goods and services from one business to another.
Industrial goods are those which are used in Industry for producing a Different end product from
one or more rawmaterials. The word "industrial" means machinery run by power to produce
goods and services. But "industrial marketing" is not confined to these types of business
activities. Broadly, marketing could be split into consumer marketing (B2C "Business to
Consumer") and industrial marketing (B2B "Business to Business").

Contents
[hide]
• 1 B2B Business to Business (or "Industrial")
• 2 B2C Business to Consumer (or "Consumer")
• 3 Blurring between the definitions
• 4 Competitive tendering
• 5 Bidding process
• 6 Non-tender purchasing
• 7 Developing a sales strategy/solution selling/technical selling
• 8 From cannon fodder to preferred tenderer
• 9 The key features of a successful industrial sales organisation
• 10 The internet and B2B marketing
• 11 See also
• 12 References

[edit] B2B Business to Business (or "Industrial")

Typical examples of a B2B selling process are...
• An organization is seeking to build a new warehouse building. After carefully
documenting their requirements, it obtains three proposals from suitable construction
firms and after a long process of evaluation and negotiation it places an order with the
organization that it believes has offered the best value for money.
• An organization has significant need for legal services and obtains submissions from two
law firms. Analysis of the proposals and subsequent discussions determines that there is
no price advantage to placing all of the work with one firm and the decision is made to
split the work between the two firms based on an evaluation of each firm's capabilities.
 • A sales representative makes an appointment with a small organization that employs 22
people. He demonstrates a photocopier/fax/printer to the office administrator. After
discussing the proposal with the business owner it is decided to sign a contract to obtain
the machine on a fully maintained rental and consumables basis with an upgrade after 2
years.
The main features of the B2B selling process are...
• Marketing is one-to-one in nature. It is relatively easy for the seller to identify a
prospective customers and to build a face-to-face relationship.
• Highly professional and Trained people in Buying processes are involved.In many cases
two or three decision makers have to be considered in purchasing industrial products.
• High value considered purchase.
• Purchase decision is typically made by a group of people ("buying team") not one person.
• Often the buying/selling process is complex and includes many stages (for example;
request for expression of interest, request for tender, selection process, awarding of
tender, contract negotiations, and signing of final contract).
• Selling activities involve long processes of prospecting, qualifying, wooing, making
representations, preparing tenders, developing strategies and contract negotiations.
See also B2B definition.
[edit] B2C Business to Consumer (or "Consumer")
Examples of the B2C selling/buying process are...
• A family are at home on a Sunday night and are watching television. An advertisement
appears that advertises home delivered pizza. The family decides to order a pizza.
• Walking down a supermarket aisle, a single man aged in his early 30's sees a hair care
product that claims to reduce dandruff. He pick's the product and adds it to his shopping
cart.
• A pensioner visits her local shopping mall. She purchases a number of items including
her favourite brand of tea. She has bought the same brand of tea for the last 18 years.
The main features of the B2C selling process are...
• Marketing is one-to-many in nature. It is not practical for sellers to individually identify
the prospective customers nor meet them face-to-face.
• Lower value of purchase.
• Decision making is quite often impulsive (spur of the moment) in nature.
• Greater reliance on distribution (getting into retail outlets).
• More effort put into mass marketing (One to many).
• More reliance on branding.
• Higher use of main media (television, radio, print media) advertising to build the brand
and to achieve top of mind awareness.
See also B2C definition.
[edit] Blurring between the definitions
As in all things, the definitions are not clear cut. For example, an organisation that sells
electronic components may seek to distribute its products through marketing channels (see
channel (marketing)), and be selling relatively low value products. However, the final purchaser
is still a business. Equally there are big ticket items purchased by non-business consumers
(houses and motor vehicles being the obvious examples). However, even though these
definitions are blurred, sales and marketing activities aimed at B2B are distinctly different from
B2C (as outlined above).
[edit] Competitive tendering
Industrial marketing often involves competitive tendering (see tender, tendering). This is a
process where a purchasing organization undertakes to procure goods and services from suitable
suppliers. Due to the high value of some purchases (for example buying a new computer system,
manufacturing machinery, or outsourcing a maintenance contract) and the complexity of such
purchases, the purchasing organization will seek to obtain a number of bids from competing
suppliers and choose the best offering. An entire profession (strategic procurement) that includes
tertiary training and qualifications has been built around the process of making important
purchases. The key requirement in any competitive tender is to ensure that...
• The business case for the purchase has been completed and approved.
• The purchasing organization's objectives for the purchase are clearly defined.
• The procurement process is agreed upon and it conforms with fiscal guidelines and
organisational policies.
• The selection criteria have been established.
• A budget has been estimated and the financial resources are available.
• A buying team (or committee) has been assembled.
• A specification has been written.
• A preliminary scan of the market place has determined that enough potential suppliers are
available to make the process viable (this can sometimes be achieved using an expression
of interest process).
• It has been clearly established that a competitive tendering process is the best method for
meeting the objectives of this purchasing project. If (for example) it was known that there
was only one organisation capable of supplying; best to get on with talking to them and
negotiating a contract.
Because of the significant value of many purchases, issues of probity arise. Organisations seek to
ensure that awarding a contract is based on "best fit" to the agreed criteria, and not bribery,
corruption, or incompetence.
[edit] Bidding process
Suppliers who are seeking to win a competitive tender go through a bidding process. At its most
primitive, this would consist of evaluating the specification (issued by the purchasing
organization), designing a suitable proposal, and working out a price. This is a "primitive"
approach because...
• There is an old saying in industrial marketing; "if the first time you have heard about a
tender is when you are invited to submit, then you have already lost it."
 • While flippant, the previous point illustrates a basic requirement for being successful in
competitive tendering; it is important to develop a strong relationship with a prospective
customer organization well before they have started the formal part of their procurement
process.
(more needed)
[edit] Non-tender purchasing
Not all industrial sales involve competitive tendering. Tender processes are time consuming and
expensive, particularly when executed with the aim of ensuring probity. Government agencies
are particularly likely to utilise elaborate competitive tendering processes due to the expectation
that they should be seen at all times to be responsibly and accountably spending public monies.
Private companies are able to avoid the complexity of a fully transparent tender process but are
still able to run the procurement process with some rigour.
[edit] Developing a sales strategy/solution selling/technical
selling
The "art" of technical selling (solution selling) follows a three stage process...
• Stage 1: Sell the appointment: Never sell over the telephone. The aim of the first contact
with a prospective purchaser is to sell the appointment. The reason is simple; industrial
sales are complex, any attempt to sell over the phone will trivialise your product or
service and run the risk of not fully understanding the customer's need.
• Stage 2: Understand their needs: The best method of selling is to minimise the
information about your goods or services until you have fully understood your customer's
requirements.
• Stage 3: Develop and propose a solution. The solution is (of course) developed from your
(or the firm that you represent's) product or service offerings.
The important point about solution selling is that it is essential not to sell the solution before you
understand the customer's requirements; otherwise you are highly likely to unwittingly sell them
on how ill-suited your solution is to meeting their requirements. To illustrate; imagine a couple
seeking the services of an architect start their first meeting with the inevitable "we want to build
a house." If the architect leapt in at that point and proceeded to show them his favourite design
influence "the Mediterranean look" only to discover that they hate "Mediterranean" and wanted
something "a bit more Frank Lloyd Wright" he will have gone most of the way toward alienating
the sale. You can see that if he had "kept his powder dry" for a bit longer and first discovered
what they were looking for, he could have better understood which way to skew his pitch. He
was equally capable of designing in a Frank Lloyd Wright style.
The marketing function is able to support this solution sell through tactics like account-based
marketing – understanding the requirements of a specific target organization and building a
marketing program around these. As research shows, sales success is heavily weighted towards
suppliers who can understand their audience before selling to them (in UK research, 77 per cent
of senior decision-makers believe that the marketing approaches made by new suppliers are
poorly targeted and make it easy to justify staying with their current supplier)[1].
Sales force management has a critical function in industrial selling, where it assumes a greater
role than other parts of the marketing mix. Typical industrial organisations are highly dependent
on the ability of its sales people to build relationships with customers. During periods of high
demand (economic boom) the sales force often become mere order takers and struggle to respond
to customer requests for quotations and information. However, when economic downturn hits it
becomes critical to direct the sales force out selling.
[edit] From cannon fodder to preferred tenderer
The term "cannon fodder" derives from the World Wars and refers to the massing of
undertrained and recently recruited troops sent to the fronts to face the enemy. It was noted that
such troops invariably had a short survival rate but provided the tactical advantage of distracting
the enemy while professional soldiers mounted a flanking manoeuvre and came around from the
side or from behind the enemy. In adopting the term to Industrial Marketing it means those bids
being submitted that have no chance of winning but are involved to make up the numbers (you
can't have only one bid in a "competitive" tender process; that wouldn't satisfy the requirements
of probity) (for example in government tenders, or for private enterprise the requirement to "truly
test the market" and to "keep them honest"). The reader might be wondering why anybody would
go to all of the work of submitting a tender when they had no chance of winning; for the same
reason that troops were sent in to battle to die; they thought they had a real chance.
[edit] The key features of a successful industrial sales
organisation
In industrial marketing the personal selling is still very effective because many products must be
customized to suit the requirements of the individual customer. Indicators such as the sales
tunnel give information on the expected sales in the near future, the hit rate indicates whether the
sales organization is busy with promising sales leads or it is spending too much effort on projects
that are eventually lost to the competition or that are abandoned by the prospect.
[edit] The internet and B2B marketing
The "dotcom" boom and bust of the late 90's saw significant attempts to develop a new retailing
business model; on-line shopping. Many entrepreneurs (and their investors) discovered that
merely having a website (no matter how innovative) was insufficient to generate sales; the
amount of conventional main media advertising required to promote the sites burnt cash at a
faster rate than they could generate through on-line sales. They also presumed that consumers
would eschew the irksome shopping experience (driving, parking, poor service etc.) for the
wonder and convenience of shopping on-line. Some did; but not in sufficient numbers. There
were many unforeseen problems and apart from some notable exceptions (Amazon.com and
others) the B2C online model was a spectacular failure.madarchod However, the same cannot be
said of B2B selling where some quite impressive results have been achieved.

Advertising
From Wikipedia, the free encyclopedia
Jump to: navigation, search
This article is about the form of communication. For the British musician, see Gaye Advert. For
other uses, see Advertiser (disambiguation).
For content guidelines on the use of advertising in Wikipedia articles, see Wikipedia:Spam. For
a proposal on advertising about Wikipedia, see Wikipedia:Advertisements.
A Coca-Cola advertisement from the 1890s
Marketing

Key concepts

Product • Pricing
Distribution • Service • Retail
Brand management
Account-based marketing
Marketing ethics
Marketing effectiveness
Market research
Market segmentation
Marketing strategy
Marketing management
Market dominance
Promotional content
Advertising • Branding • Underwriting
Direct marketing • Personal Sales
Product placement • Publicity
Sales promotion • Sex in advertising
Promotional media
Printing • Publication • Broadcasting
Out-of-home • Internet marketing
Point of sale • Promotional items
Digital marketing • In-game
 In-store demonstration • Brand Ambassador
Word of mouth • Drip Marketing
This box: view • talk • edit

Advertising is a form of communication intended to persuade an audience (viewers, readers or

listeners) to purchase or take some action upon products, ideals, or services. It includes the name
of a product or service and how that product or service could benefit the consumer, to persuade a
target market to purchase or to consume that particular brand. These brands are usually paid for
or identified through sponsors and viewed via various media. Advertising can also serve to
communicate an idea to a large number of people in an attempt to convince them to take a certain
action.
Commercial advertisers often seek to generate increased consumption of their products or
services through branding, which involves the repetition of an image or product name in an effort
to associate related qualities with the brand in the minds of consumers. Non-commercial
advertisers that spend money to advertise items other than a consumer product or service include
political parties, interest groups, religious organizations and governmental agencies. Nonprofit
organizations may rely on free modes of persuasion, such as a public service announcement.
Modern advertising developed with the rise of mass production in the late 19th and early 20th
centuries. Mass media can be defined as any media meant to reach a mass amount of people.
Different types of media can be used to deliver these messages, including traditional media such
as newspapers, magazines, television, radio, outdoor or direct mail; or new media such as
websites and text messages. Advertising may be placed by an advertising agency on behalf of a
company or other organization.

Contents
[hide]
• 1 Industry
• 2 History
○ 2.1 Public service advertising
• 3 Marketing mix
• 4 Types of advertising
○ 4.1 Digital advertising
○ 4.2 Physical advertising
• 5 Sales promotions
• 6 Media and advertising approaches
• 7 Current trends
○ 7.1 Rise in new media
○ 7.2 Niche marketing
○ 7.3 Crowdsourcing
○ 7.4 Global advertising
 ○ 7.5 Diversification
○ 7.6 New technology
○ 7.7 Advertising education
• 8 Criticisms
• 9 Regulation
• 10 Advertising research
○ 10.1 Evidence-based advertising
• 11 See also
• 12 References
• 13 Bibliography
• 14 External links

[edit] Industry
In 2010, spending on advertising was estimated at more than $300 billion in the United States[1]
and $500 billion worldwide[citation needed].
Internationally, the largest ("big four") advertising conglomerates are Interpublic, Omnicom,
Publicis, and WPP.
[edit] History

Edo period advertising flyer from 1806 for a traditional medicine called Kinseitan
Egyptians used papyrus to make sales messages and wall posters. Commercial messages and
political campaign displays have been found in the ruins of Pompeii and ancient Arabia. Lost and
found advertising on papyrus was common in Ancient Greece and Ancient Rome. Wall or rock
painting for commercial advertising is another manifestation of an ancient advertising form,
which is present to this day in many parts of Asia, Africa, and South America. The tradition of
wall painting can be traced back to Indian rock art paintings that date back to 4000 BC.[2] History
tells us that Out-of-home advertising and billboards are the oldest forms of advertising.
As the towns and cities of the Middle Ages began to grow, and the general populace was unable
to read, signs that today would say cobbler, miller, tailor or blacksmith would use an image
associated with their trade such as a boot, a suit, a hat, a clock, a diamond, a horse shoe, a candle
or even a bag of flour. Fruits and vegetables were sold in the city square from the backs of carts
and wagons and their proprietors used street callers (town criers) to announce their whereabouts
for the convenience of the customers.
As education became an apparent need and reading, as well as printing, developed advertising
expanded to include handbills. In the 17th century advertisements started to appear in weekly
newspapers in England. These early print advertisements were used mainly to promote books
and newspapers, which became increasingly affordable with advances in the printing press; and
medicines, which were increasingly sought after as disease ravaged Europe. However, false
advertising and so-called "quack" advertisements became a problem, which ushered in the
regulation of advertising content.
As the economy expanded during the 19th century, advertising grew alongside. In the United
States, the success of this advertising format eventually led to the growth of mail-order
advertising.
In June 1836, French newspaper La Presse was the first to include paid advertising in its pages,
allowing it to lower its price, extend its readership and increase its profitability and the formula
was soon copied by all titles. Around 1840, Volney B. Palmer established a predecessor to
advertising agencies in Boston.[3] Around the same time, in France, Charles-Louis Havas
extended the services of his news agency, Havas to include advertisement brokerage, making it
the first French group to organize. At first, agencies were brokers for advertisement space in
newspapers. N. W. Ayer & Son was the first full-service agency to assume responsibility for
advertising content. N.W. Ayer opened in 1869, and was located in Philadelphia.[3]
An 1895 advertisement for a weight gain product.
At the turn of the century, there were few career choices for women in business; however,
advertising was one of the few. Since women were responsible for most of the purchasing done
in their household, advertisers and agencies recognized the value of women's insight during the
creative process. In fact, the first American advertising to use a sexual sell was created by a
woman – for a soap product. Although tame by today's standards, the advertisement featured a
couple with the message "The skin you love to touch".[4]
Advertisements of hotels in Pichilemu, Chile from 1935.
In the early 1920s, the first radio stations were established by radio equipment manufacturers and
retailers who offered programs in order to sell more radios to consumers. As time passed, many
non-profit organizations followed suit in setting up their own radio stations, and included:
schools, clubs and civic groups.[5] When the practice of sponsoring programs was popularised,
each individual radio program was usually sponsored by a single business in exchange for a brief
mention of the business' name at the beginning and end of the sponsored shows. However, radio
station owners soon realised they could earn more money by selling sponsorship rights in small
time allocations to multiple businesses throughout their radio station's broadcasts, rather than
selling the sponsorship rights to single businesses per show.

A print advertisement for the 1913 issue of the Encyclopædia Britannica

This practice was carried over to television in the late 1940s and early 1950s. A fierce battle was
fought between those seeking to commercialise the radio and people who argued that the radio
spectrum should be considered a part of the commons – to be used only non-commercially and
for the public good. The United Kingdom pursued a public funding model for the BBC,
originally a private company, the British Broadcasting Company, but incorporated as a public
body by Royal Charter in 1927. In Canada, advocates like Graham Spry were likewise able to
persuade the federal government to adopt a public funding model, creating the Canadian
Broadcasting Corporation. However, in the United States, the capitalist model prevailed with the
passage of the Communications Act of 1934 which created the Federal Communications
Commission.[5] To placate the socialists, the U.S. Congress did require commercial broadcasters
to operate in the "public interest, convenience, and necessity".[6] Public broadcasting now exists
in the United States due to the 1967 Public Broadcasting Act which led to the Public
Broadcasting Service and National Public Radio.
In the early 1950s, the DuMont Television Network began the modern practice of selling
advertisement time to multiple sponsors. Previously, DuMont had trouble finding sponsors for
many of their programs and compensated by selling smaller blocks of advertising time to several
businesses. This eventually became the standard for the commercial television industry in the
United States. However, it was still a common practice to have single sponsor shows, such as
The United States Steel Hour. In some instances the sponsors exercised great control over the
content of the show—up to and including having one's advertising agency actually writing the
show. The single sponsor model is much less prevalent now, a notable exception being the
Hallmark Hall of Fame.
The 1960s saw advertising transform into a modern approach in which creativity was allowed to
shine, producing unexpected messages that made advertisements more tempting to consumers'
eyes. The Volkswagen ad campaign—featuring such headlines as "Think Small" and "Lemon"
(which were used to describe the appearance of the car)—ushered in the era of modern
advertising by promoting a "position" or "unique selling proposition" designed to associate each
brand with a specific idea in the reader or viewer's mind. This period of American advertising is
called the Creative Revolution and its archetype was William Bernbach who helped create the
revolutionary Volkswagen ads among others. Some of the most creative and long-standing
American advertising dates to this period.
The late 1980s and early 1990s saw the introduction of cable television and particularly MTV.
Pioneering the concept of the music video, MTV ushered in a new type of advertising: the
consumer tunes in for the advertising message, rather than it being a by-product or afterthought.
As cable and satellite television became increasingly prevalent, specialty channels emerged,
including channels entirely devoted to advertising, such as QVC, Home Shopping Network, and
ShopTV Canada.
Marketing through the Internet opened new frontiers for advertisers and contributed to the "dot-
com" boom of the 1990s. Entire corporations operated solely on advertising revenue, offering
everything from coupons to free Internet access. At the turn of the 21st century, a number of
websites including the search engine Google, started a change in online advertising by
emphasizing contextually relevant, unobtrusive ads intended to help, rather than inundate, users.
This has led to a plethora of similar efforts and an increasing trend of interactive advertising.
The share of advertising spending relative to GDP has changed little across large changes in
media. For example, in the US in 1925, the main advertising media were newspapers, magazines,
signs on streetcars, and outdoor posters. Advertising spending as a share of GDP was about 2.9
percent. By 1998, television and radio had become major advertising media. Nonetheless,
advertising spending as a share of GDP was slightly lower—about 2.4 percent.[7]
A recent advertising innovation is "guerrilla marketing", which involve unusual approaches such
as staged encounters in public places, giveaways of products such as cars that are covered with
brand messages, and interactive advertising where the viewer can respond to become part of the
advertising message.Guerrilla advertising is becoming increasing more popular with a lot of
companies. This type of advertising is unpredictable and innovative, which causes consumers to
buy the product or idea. This reflects an increasing trend of interactive and "embedded" ads, such
as via product placement, having consumers vote through text messages, and various innovations
utilizing social network services such as Facebook.
[edit] Public service advertising
The same advertising techniques used to promote commercial goods and services can be used to
inform, educate and motivate the public about non-commercial issues, such as HIV/AIDS,
political ideology, energy conservation and deforestation.
Advertising, in its non-commercial guise, is a powerful educational tool capable of reaching and
motivating large audiences. "Advertising justifies its existence when used in the public interest—
it is much too powerful a tool to use solely for commercial purposes." Attributed to Howard
Gossage by David Ogilvy.
Public service advertising, non-commercial advertising, public interest advertising, cause
marketing, and social marketing are different terms for (or aspects of) the use of sophisticated
advertising and marketing communications techniques (generally associated with commercial
enterprise) on behalf of non-commercial, public interest issues and initiatives.
In the United States, the granting of television and radio licenses by the FCC is contingent upon
the station broadcasting a certain amount of public service advertising. To meet these
requirements, many broadcast stations in America air the bulk of their required public service
announcements during the late night or early morning when the smallest percentage of viewers
are watching, leaving more day and prime time commercial slots available for high-paying
advertisers.
Public service advertising reached its height during World Wars I and II under the direction of
more than one government.
[edit] Marketing mix
The marketing mix has been the key concept to advertising. The marketing mix was suggested
by Jeremy McCarthy, professor at Harvard Business School, in the 1960s. The marketing mix
consists of four basic elements called the four P’s Product is the first P representing the actual
product. Price represents the process of determining the value of a product. Place represents the
variables of getting the product to the consumer like distribution channels, market coverage and
movement organization. The last P stands for Promotion which is the process of reaching the
target market and convincing them to go out and buy the product.Geana, Mugur Valentin.[8]
[edit] Types of advertising

Paying people to hold signs is one of the oldest forms of advertising, as with this Human
directional pictured above

A bus with an advertisement for GAP in Singapore. Buses and other vehicles are popular
mediums for advertisers.
A DBAG Class 101 with UNICEF ads at Ingolstadt main railway station
Virtually any medium can be used for advertising. Commercial advertising media can include
wall paintings, billboards, street furniture components, printed flyers and rack cards, radio,
cinema and television adverts, web banners, mobile telephone screens, shopping carts, web
popups, skywriting, bus stop benches, human billboards, magazines, newspapers, town criers,
sides of buses, banners attached to or sides of airplanes ("logojets"), in-flight advertisements on
seatback tray tables or overhead storage bins, taxicab doors, roof mounts and passenger screens,
musical stage shows, subway platforms and trains, elastic bands on disposable diapers,doors of
bathroom stalls,stickers on apples in supermarkets, shopping cart handles (grabertising), the
opening section of streaming audio and video, posters, and the backs of event tickets and
supermarket receipts. Any place an "identified" sponsor pays to deliver their message through a
medium is advertising.
[edit] Digital advertising
Television advertising / Music in advertising
The TV commercial is generally considered the most effective mass-market advertising
format, as is reflected by the high prices TV networks charge for commercial airtime
during popular TV events. The annual Super Bowl football game in the United States is
known as the most prominent advertising event on television. The average cost of a
single thirty-second TV spot during this game has reached US$3 million (as of 2009).
The majority of television commercials feature a song or jingle that listeners soon relate
to the product. Virtual advertisements may be inserted into regular television
programming through computer graphics. It is typically inserted into otherwise blank
backdrops[9] or used to replace local billboards that are not relevant to the remote
broadcast audience.[10] More controversially, virtual billboards may be inserted into the
background[11] where none exist in real-life. This technique is especially used in televised
sporting events[12] Virtual product placement is also possible.;[13][14] Infomercials: An
infomercial is a long-format television commercial, typically five minutes or longer. The
word "infomercial" combining the words "information" & "commercial". The main
objective in an infomercial is to create an impulse purchase, so that the consumer sees the
presentation and then immediately buys the product through the advertised toll-free
telephone number or website. Infomercials describe, display, and often demonstrate
products and their features, and commonly have testimonials from consumers and
industry professionals.
Radio advertising
Radio advertising is a form of advertising via the medium of radio. Radio advertisements
are broadcast as radio waves to the air from a transmitter to an antenna and a thus to a
receiving device. Airtime is purchased from a station or network in exchange for airing
 the commercials. While radio has the obvious limitation of being restricted to sound,
proponents of radio advertising often cite this as an advantage.
Online advertising
Online advertising is a form of promotion that uses the Internet and World Wide Web for
the expressed purpose of delivering marketing messages to attract customers. Examples
of online advertising include contextual ads that appear on search engine results pages,
banner ads, in text ads, Rich Media Ads, Social network advertising, online classified
advertising, advertising networks and e-mail marketing, including e-mail spam.
Product placements
Covert advertising, also known as guerrilla advertising, is when a product or brand is
embedded in entertainment and media. For example, in a film, the main character can use
an item or other of a definite brand, as in the movie Minority Report, where Tom Cruise's
character John Anderton owns a phone with the Nokia logo clearly written in the top
corner, or his watch engraved with the Bulgari logo. Another example of advertising in
film is in I, Robot, where main character played by Will Smith mentions his Converse
shoes several times, calling them "classics," because the film is set far in the future. I,
Robot and Spaceballs also showcase futuristic cars with the Audi and Mercedes-Benz
logos clearly displayed on the front of the vehicles. Cadillac chose to advertise in the
movie The Matrix Reloaded, which as a result contained many scenes in which Cadillac
cars were used. Similarly, product placement for Omega Watches, Ford, VAIO, BMW
and Aston Martin cars are featured in recent James Bond films, most notably Casino
Royale. In "Fantastic Four: Rise of the Silver Surfer", the main transport vehicle shows a
large Dodge logo on the front. Blade Runner includes some of the most obvious product
placement; the whole film stops to show a Coca-Cola billboard.
[edit] Physical advertising
Press advertising
Press advertising describes advertising in a printed medium such as a newspaper,
magazine, or trade journal. This encompasses everything from media with a very broad
readership base, such as a major national newspaper or magazine, to more narrowly
targeted media such as local newspapers and trade journals on very specialized topics. A
form of press advertising is classified advertising, which allows private individuals or
companies to purchase a small, narrowly targeted ad for a low fee advertising a product
or service. Another form of press advertising is the Display Ad, which is a larger ad (can
include art) that typically run in an article section of a newspaper.
Billboard advertising: Billboards are large structures located in public places which
display advertisements to passing pedestrians and motorists. Most often, they are located
on main roads with a large amount of passing motor and pedestrian traffic; however, they
can be placed in any location with large amounts of viewers, such as on mass transit
vehicles and in stations, in shopping malls or office buildings, and in stadiums.
The RedEye newspaper advertised to its target market at North Avenue Beach with a sailboat
billboard on Lake Michigan.
Mobile billboard advertising
Mobile billboards are generally vehicle mounted billboards or digital screens. These can
be on dedicated vehicles built solely for carrying advertisements along routes preselected
by clients, they can also be specially equipped cargo trucks or, in some cases, large
banners strewn from planes. The billboards are often lighted; some being backlit, and
others employing spotlights. Some billboard displays are static, while others change; for
example, continuously or periodically rotating among a set of advertisements. Mobile
displays are used for various situations in metropolitan areas throughout the world,
including: Target advertising, One-day, and long-term campaigns, Conventions, Sporting
events, Store openings and similar promotional events, and Big advertisements from
smaller companies.
In-store advertising
In-store advertising is any advertisement placed in a retail store. It includes placement of
a product in visible locations in a store, such as at eye level, at the ends of aisles and near
checkout counters, eye-catching displays promoting a specific product, and
advertisements in such places as shopping carts and in-store video displays.
Celebrity branding
This type of advertising focuses upon using celebrity power, fame, money, popularity to
gain recognition for their products and promote specific stores or products. Advertisers
often advertise their products, for example, when celebrities share their favorite products
or wear clothes by specific brands or designers. Celebrities are often involved in
advertising campaigns such as television or print adverts to advertise specific or general
products. The use of celebrities to endorse a brand can have its downsides, however. One
mistake by a celebrity can be detrimental to the public relations of a brand. For example,
following his performance of eight gold medals at the 2008 Olympic Games in Beijing,
China, swimmer Michael Phelps' contract with Kellogg's was terminated, as Kellogg's
did not want to associate with him after he was photographed smoking marijuana.
[edit] Sales promotions
Sales promotions are another way to advertise. Sales promotions are double purposed because
they are used to gather information about what type of customers you draw in and where they
are, and to jumpstart sales. Sales promotions include things like contests and games,
sweepstakes, product giveaways, samples coupons, loyalty programs, and discounts. The
ultimate goal of sales promotions is to stimulate potential customers to action. [15]
[edit] Media and advertising approaches
Increasingly, other media are overtaking many of the "traditional" media such as television, radio
and newspaper because of a shift toward consumer's usage of the Internet for news and music as
well as devices like digital video recorders (DVRs) such as TiVo.
Advertising on the World Wide Web is a recent phenomenon. Prices of Web-based advertising
space are dependent on the "relevance" of the surrounding web content and the traffic that the
website receives.
Digital signage is poised to become a major mass media because of its ability to reach larger
audiences for less money. Digital signage also offer the unique ability to see the target audience
where they are reached by the medium. Technology advances has also made it possible to control
the message on digital signage with much precision, enabling the messages to be relevant to the
target audience at any given time and location which in turn, gets more response from the
advertising. Digital signage is being successfully employed in supermarkets.[16] Another
successful use of digital signage is in hospitality locations such as restaurants.[17] and malls.[18]
E-mail advertising is another recent phenomenon. Unsolicited bulk E-mail advertising is known
as "e-mail spam". Spam has been a problem for email users for many years.
Some companies have proposed placing messages or corporate logos on the side of booster
rockets and the International Space Station. Controversy exists on the effectiveness of subliminal
advertising (see mind control), and the pervasiveness of mass messages (see propaganda).
Unpaid advertising (also called "publicity advertising"), can provide good exposure at minimal
cost. Personal recommendations ("bring a friend", "sell it"), spreading buzz, or achieving the feat
of equating a brand with a common noun (in the United States, "Xerox" = "photocopier",
"Kleenex" = tissue, "Vaseline" = petroleum jelly, "Hoover" = vacuum cleaner, "Nintendo" (often
used by those exposed to many video games) = video games, and "Band-Aid" = adhesive
bandage) — these can be seen as the pinnacle of any advertising campaign. However, some
companies oppose the use of their brand name to label an object. Equating a brand with a
common noun also risks turning that brand into a genericized trademark - turning it into a
generic term which means that its legal protection as a trademark is lost.
As the mobile phone became a new mass media in 1998 when the first paid downloadable
content appeared on mobile phones in Finland, it was only a matter of time until mobile
advertising followed, also first launched in Finland in 2000. By 2007 the value of mobile
advertising had reached $2.2 billion and providers such as Admob delivered billions of mobile
ads.
More advanced mobile ads include banner ads, coupons, Multimedia Messaging Service picture
and video messages, advergames and various engagement marketing campaigns. A particular
feature driving mobile ads is the 2D Barcode, which replaces the need to do any typing of web
addresses, and uses the camera feature of modern phones to gain immediate access to web
content. 83 percent of Japanese mobile phone users already are active users of 2D barcodes.
A new form of advertising that is growing rapidly is social network advertising. It is online
advertising with a focus on social networking sites. This is a relatively immature market, but it
has shown a lot of promise as advertisers are able to take advantage of the demographic
information the user has provided to the social networking site. Friendertising is a more precise
advertising term in which people are able to direct advertisements toward others directly using
social network service.
From time to time, The CW Television Network airs short programming breaks called "Content
Wraps," to advertise one company's product during an entire commercial break. The CW
pioneered "content wraps" and some products featured were Herbal Essences, Crest, Guitar Hero
II, CoverGirl, and recently Toyota.
Recently, there appeared a new promotion concept, "ARvertising", advertising on Augmented
Reality technology.
[edit] Current trends
[edit] Rise in new media
With the dawn of the Internet came many new advertising opportunities. Popup, Flash, banner,
Popunder, advergaming, and email advertisements (the last often being a form of spam) are now
commonplace. Particularly since the rise of "entertaining" advertising, some people may like an
advertisement enough to wish to watch it later or show a friend. In general, the advertising
community has not yet made this easy, although some have used the Internet to widely distribute
their ads to anyone willing to see or hear them. In the last three quarters of 2009 mobile and
internet advertising grew by 18.1% and 9.2% respectively. Older media advertising saw declines:
−10.1% (TV), −11.7% (radio), −14.8% (magazines) and −18.7% (newspapers ).[citation needed]
[edit] Niche marketing
Another significant trend regarding future of advertising is the growing importance of the niche
market using niche or targeted ads. Also brought about by the Internet and the theory of The
Long Tail, advertisers will have an increasing ability to reach specific audiences. In the past, the
most efficient way to deliver a message was to blanket the largest mass market audience
possible. However, usage tracking, customer profiles and the growing popularity of niche
content brought about by everything from blogs to social networking sites, provide advertisers
with audiences that are smaller but much better defined, leading to ads that are more relevant to
viewers and more effective for companies' marketing products. Among others, Comcast
Spotlight is one such advertiser employing this method in their video on demand menus. These
advertisements are targeted to a specific group and can be viewed by anyone wishing to find out
more about a particular business or practice at any time, right from their home. This causes the
viewer to become proactive and actually choose what advertisements they want to view.[19]
[edit] Crowdsourcing
The concept of crowdsourcing has given way to the trend of user-generated advertisements.
User-generated ads are created by consumers as opposed to an advertising agency or the
company themselves, most often they are a result of brand sponsored advertising competitions.
For the 2007 Super Bowl, the Frito-Lays division of PepsiCo held the Crash the Super Bowl
contest, allowing consumers to create their own Doritos commercial.[20] Chevrolet held a similar
competition for their Tahoe line of SUVs.[20] Due to the success of the Doritos user-generated ads
in the 2007 Super Bowl, Frito-Lays relaunched the competition for the 2009 and 2010 Super
Bowl. The resulting ads were among the most-watched and most-liked Super Bowl ads. In fact,
the winning ad that aired in the 2009 Super Bowl was ranked by the USA Today Super Bowl Ad
Meter as the top ad for the year while the winning ads that aired in the 2010 Super Bowl were
found by Nielsen's BuzzMetrics to be the "most buzzed-about".[21][22]
This trend has given rise to several online platforms that host user-generated advertising
competitions on behalf of a company. Founded in 2007, Zooppa has launched ad competitions
for brands such as Google, Nike, Hershey’s, General Mills, Microsoft, NBC Universal, Zinio,
and Mini Cooper. Crowdsourced advertisements have gained popularity in part to its cost
effective nature, high consumer engagement, and ability to generate word-of-mouth. However, it
remains controversial, as the long-term impact on the advertising industry is still unclear.[23]
[edit] Global advertising
Advertising has gone through five major stages of development: domestic, export, international,
multi-national, and global. For global advertisers, there are four, potentially competing, business
objectives that must be balanced when developing worldwide advertising: building a brand while
speaking with one voice, developing economies of scale in the creative process, maximising
local effectiveness of ads, and increasing the company’s speed of implementation. Born from the
evolutionary stages of global marketing are the three primary and fundamentally different
approaches to the development of global advertising executions: exporting executions, producing
local executions, and importing ideas that travel.[24]
Advertising research is key to determining the success of an ad in any country or region. The
ability to identify which elements and/or moments of an ad that contributes to its success is how
economies of scale are maximised. Once one knows what works in an ad, that idea or ideas can
be imported by any other market. Market research measures, such as Flow of Attention, Flow of
Emotion and branding moments provide insight into what is working in an ad in any country or
region because the measures are based on the visual, not verbal, elements of the ad.[25]
[edit] Diversification
In the realm of advertising agencies, continued industry diversification has seen observers note
that “big global clients don't need big global agencies any more”.[26] This is reflected by the
growth of non-traditional agencies in various global markets, such as Canadian business TAXI
and SMART in Australia and has been referred to as "a revolution in the ad world".[27]
[edit] New technology
The ability to record shows on digital video recorders (such as TiVo) allow users to record the
programs for later viewing, enabling them to fast forward through commercials. Additionally, as
more seasons of pre-recorded box sets are offered for sale of television programs; fewer people
watch the shows on TV. However, the fact that these sets are sold, means the company will
receive additional profits from the sales of these sets. To counter this effect, many advertisers
have opted for product placement on TV shows like Survivor.
[edit] Advertising education
Advertising education has become widely popular with bachelor, master and doctorate degrees
becoming available in the emphasis. A surge in advertising interest is typically attributed to the
strong relationship advertising plays in cultural and technological changes, such as the advance
of online social networking. A unique model for teaching advertising is the student-run
advertising agency, where advertising students create campaigns for real companies.[28]
Organizations such as American Advertising Federation and AdU Network partner established
companies with students to create these campaigns.
[edit] Criticisms
Main article: Criticism of advertising
While advertising can be seen as necessary for economic growth, it is not without social costs.
Unsolicited Commercial Email and other forms of spam have become so prevalent as to have
become a major nuisance to users of these services, as well as being a financial burden on
internet service providers.[29] Advertising is increasingly invading public spaces, such as schools,
which some critics argue is a form of child exploitation.[30] In addition, advertising frequently
uses psychological pressure (for example, appealing to feelings of inadequacy) on the intended
consumer, which may be harmful.
[edit] Regulation
Main article: Advertising regulation
In the US many communities believe that many forms of outdoor advertising blight the public
realm.[31] As long ago as the 1960s in the US there were attempts to ban billboard advertising in
the open countryside.[32] Cities such as São Paulo have introduced an outright ban[33] with London
also having specific legislation to control unlawful displays.
There have been increasing efforts to protect the public interest by regulating the content and the
influence of advertising. Some examples are: the ban on television tobacco advertising imposed
in many countries, and the total ban of advertising to children under 12 imposed by the Swedish
government in 1991. Though that regulation continues in effect for broadcasts originating within
the country, it has been weakened by the European Court of Justice, which had found that
Sweden was obliged to accept foreign programming, including those from neighboring countries
or via satellite. Greece’s regulations are of a similar nature, “banning advertisements for
children's toys between 7 am and 10 pm and a total ban on advertisement for war toys".[34]
In Europe and elsewhere, there is a vigorous debate on whether (or how much) advertising to
children should be regulated. This debate was exacerbated by a report released by the Kaiser
Family Foundation in February 2004 which suggested fast food advertising that targets children
was an important factor in the epidemic of childhood obesity in the United States.
In New Zealand, South Africa, Canada, and many European countries, the advertising industry
operates a system of self-regulation. Advertisers, advertising agencies and the media agree on a
code of advertising standards that they attempt to uphold. The general aim of such codes is to
ensure that any advertising is 'legal, decent, honest and truthful'. Some self-regulatory
organizations are funded by the industry, but remain independent, with the intent of upholding
the standards or codes like the Advertising Standards Authority in the UK.
In the UK most forms of outdoor advertising such as the display of billboards is regulated by the
UK Town and County Planning system. Currently the display of an advertisement without
consent from the Planning Authority is a criminal offense liable to a fine of £2,500 per offence.
All of the major outdoor billboard companies in the UK have convictions of this nature.
Naturally, many advertisers view governmental regulation or even self-regulation as intrusion of
their freedom of speech or a necessary evil. Therefore, they employ a wide-variety of linguistic
devices to bypass regulatory laws (e.g. printing English words in bold and French translations in
fine print to deal with the Article 120 of the 1994 Toubon Law limiting the use of English in
French advertising).[35] The advertisement of controversial products such as cigarettes and
condoms are subject to government regulation in many countries. For instance, the tobacco
industry is required by law in most countries to display warnings cautioning consumers about the
health hazards of their products. Linguistic variation is often used by advertisers as a creative
device to reduce the impact of such requirements.
[edit] Advertising research
Main article: Advertising research
Advertising research is a specialized form of research that works to improve the effectiveness
and efficiency of advertising. It entails numerous forms of research which employ different
methodologies. Advertising research includes pre-testing (also known as copy testing) and post-
testing of ads and/or campaigns—pre-testing is done before an ad airs to gauge how well it will
perform and post-testing is done after an ad airs to determine the in-market impact of the ad or
campaign on the consumer. Continuous ad tracking and the Communicus System are competing
examples of post-testing advertising research types.
[edit] Evidence-based advertising
Evidence-based advertising refers to advertising principles, which have been proven through
experimental studies.[citation needed] They can be applied to an advertising campaign with high
confidence of increasing persuasiveness regardless of time and place. Principles are usually
accompanied with various conditions, which must be taken into consideration when applying
them. According to Professor J. Scott Armstrong from The Wharton School, evidence-based
principles “draw upon typical practice, expert opinion, factual evidence and empirical
evidence.”[36